Tag Archives: social media marketing

OREO Case Study

How Chirpify drove instant conversion from TV during the Grammys

 

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For the first time ever, OREO launched a product sampling campaign by featuring an #actiontag in a prime-time TV commercial. It offered customers first access to a new product flavor by adding the hashtag #SendMeOreo at the end of the TV spot, which aired during the Grammys.

Campaign Results:

  • The campaign proved consumers can and will transact directly from a Television at scale with a single Tweet.

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a nationally-trending Twitter topic.

  • @Oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1K in a day.

  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.

  • Oreo added 20K new members to its database. (Oreo limited the quantity to 20K)

  • Social product sampling program delivered 20,000 boxes to engaged social customers. (Oreo limited the quantity to 20K)

  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

How Conversational Conversion Happens Over Social

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It just makes sense that Chris Messina, the former Google designer who first proposed that Twitter adopt the hashtag, in a Medium post earlier this year said, “I’m ready to call it: 2016 will be the year of conversational commerce.” I’ve been closely following the growing buzz on the topic given Chirpify’s seminal role in the category four years ago now and have a few key insights on how social brings out the best in Conversational Conversion, not just Commerce.

But before we dive into that, for those new to Conversational Commerce (or for those of you who might need a refresher), let’s review, what exactly is Conversational Commerce, or #ConvComm as it’s tagged on social media. While some people tend to emphasize the word conversation, Conversational Commerce is not limited to virtual assistants but is any short or long-form dialog between a consumer and a brand or service provider. The dialog can be conducted by a bot or person.

What’s important here is that Conversational Commerce bypasses the need for individual brand applications and takes advantage of platforms most consumers already use today — platforms like Twitter or Facebook Messenger that are trusted by both consumers and brands for conversation and conversion. What’s driving the trend and why pundits are calling this the year of Conversational Commerce is the convergence of personalization, authentication and intelligence. While the idea of personalization is certainly not new, when coupled with the ability to authenticate, or recognize an individual, and respond intelligently with a rules-based system for bots or deep CRM data for one-on-one conversations, the future for Conversational Commerce becomes clear.

Embraces utility and self-service

With the rise of mobile, consumers have a remote control in their pocket that allows them to interact with brands how, when and where they like. When combined with social media’s capability for consumers to broadcast 1:1, 1:network or 1:many, it’s clear that consumers are in command of the relationship. Brands need to embrace Conversational Conversion – with the emphasis on Conversion, not just Commerce – in order to provide the utility customers desire and maintain value in the customer relationship.

Conversion is the Future

The future is driving to Conversational Marketing Conversion, with commerce being just one example of a conversion activity. Whether chat bots for Facebook Messenger or direct messaging on Twitter, we’ve learned over the years that consumers are increasingly savvy and must feel that they are getting a fair trade for the value they receive in exchange for participating with a brand. While commerce is a natural example of utility, it is just one way a consumer might want to interact with a brand. Similarly, brands have multi-faceted programs designed to increase loyalty and maximum customer lifetime value.

Best Practices

Having worked in this area for many years now, we’ve paved the path to several best practices to reap the value of Conversational Conversion over social. The first of which is bringing loyalty programs to social media, wherein members interact with the brand in meaningful ways and are given points or other rewards in exchange. In this case, the Conversational Conversion is the member’s action which triggers a reward.

Let me give you an example. If a Marriott Rewards member tweets with conversational commands such as #Enter, #Stay, #Win, and #MRPoints, Marriott is able to respond and reward the member for that action in the same context. In this case, the #MRPoints acts as a trigger for the brand that Chirpify listens for and can automatically reply to from the @MarriottRewards handle with a pre-determined, or randomized, smart rules-based response. The Marriott team can also respond to one-off interactions with a custom, human response.

Another best practice directly addresses Chris Messina’s critique that one of the challenges to the Conversational Commerce paradigm is discovery and distribution. Chirpify solves this problem with social activation. Brands are able to create and distribute campaigns across media – from email to TV to billboards – promoting a social trigger that consumers can then use via their social remote control. By activating campaigns and events in this way, Chirpify becomes the Conversational Conversion for the brand. This holds two advantages in that brands are able to connect consumers’ social IDs with their offline ID and it allows brands to easily change social triggers based on season, campaign, customer target and more.

Last, Conversational Conversion best practices allow brands to proactively surprise and delight consumers. Chirpify allows brands to not only listen for but respond to people who are talking about them in a personalized manner. Rewarding people proactively for their advocacy – or to address a potential customer service issue — helps create a bond with those customers through the conversion experience.

While social is growing as a last-click ecommerce referral source, paying bots for goods and services is still a nascent market. Yet, consumers are happy to interact with brands in a self-serve manner in order to: Receive content, promo codes, discounts or other incentives and are in our experience 4x more likely to do so.

  • Be invited to VIP, preview, or other ‘special’ events.
  • Get an upgrade or sneak peek.
  • Check rewards totals or see what the next promo is.
  • Unlock access to urls or content.
  • Find personalized offers, early access, and more.

It’s important to note that we’re not beholden to any one platform, enabling conversational conversion across platforms.

Conversational Conversion in social has the added benefit of organic reach and virally promoting social advocacy. In addition to conversion actions that further brands’ multi-faceted goals to grow customer relationships, this approach directly addresses consumer desire for utility while increasing acquisition, awareness, and reach. Your best customers want to interact with you; when you provide them the means to do so through Conversational Conversion in social, you connect the dots between marketing, self-serve utility, and customer lifetime value.

Actiontags: The Next Wave of Call-To-Actions

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We recently read an article where B2C author defines a call-to-action as a “button, banner or some type of graphic or text meant to encourage a user to click.”

To extend on this marketing practice that can be seen across various channels (TV, social, emails) we see this strategy as a motivation tool for consumers. This practice creates a sense of urgency by the brand when they use action words in the advertisement – but how do you know if the consumer is following through? What do you have to offer for a consumer to take action on your ask?

The tips in this article “Calls-To-Action: What Are They” list out design elements like white space, strong font and bold design. However, the bigger question brands and businesses need to ask is “How and why will the user take action?” 

One tip that specifically stood out amongst the suggestions was “copy to get people to act.” Strategic wording needs to be carefully selected to generate an immediate action from consumers. With call-to-actions, sometimes less is more. Brevity is key as it is possible to lose the consumer’s interest with long and descriptive copy. Instead, one word actions like “buy” or “donate” can successfully capture a consumer’s interest. In the world of social media, a marketer may have as little as 140 characters to inspire the call-to-action so using concise wording becomes even more important.

Chirpify has helped pioneer call-to-actions into the field of social media- a platform consumers are comfortable with and have access to from their mobile devices. We have been able to further simplify call-to-actions beyond buttons and banners with Actiontags. By utilizing an Actiontag, consumers are able to perform the call to action by simply retweeting or using the specific hashtags from advertisements they see anywhere. Actiontags also plays into the idea brevity by using one word hashtags such as #buy or #enter. Using those call-to-actions generates an immediate response from brands on a select social channel. These practices can also be implemented into previously uncharted marketing territory. Brands are able to enable these call-to-actions from social into marketing channels such as billboards, TV and even in-venue events.

Learn more by listening to our recorded webinar on cross-channel conversion opportunities (using CTAs!) here.

adidas Targets High School Football Players with Social Bracket Campaign

Many brands leverage major live events as in-the-moment marketing opportunities to create earned media and consumer engagement within new markets. There was no shortage of this during this years NCAA Tournament as brands launched both planned and on-the-spot branded content throughout the games.

adidas strategically used Chirpify to run a High School football bracket hosted all on social media.  They took the opportunity to run a social campaign directed towards their identified targets with a fun and in-the-moment effort reflecting the bracket style of the NCAA Tournament.

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How It Works

Fans took to Twitter & Facebook to first nominate any any high school to earn a spot in the adizero16. Similar to the NCAA bracket, users would vote for which team they wanted to move on by using the actiontags #vote & #adizero16 on social. The winning school would get their entire team decked-out in the latest adizero cleats.

“What we know is that if we provide them something they’re interested in, they’ll become PR machines in their local areas,” said Jeremy Darlow, Adidas’ senior brand and digital marketing manager. “By giving them the nugget that they want — every kid wants their team to have their best gear — it expands from there. They spread the word to the degree that we can never do.”

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Because of the niche nature of this campaign- which solely targeted high school football players- adidas had a specific way of measuring success. Typically, brands want extended reach and more followers but this campaign’s success was measured differently. How targeted the engagement (and data collection) was and being able to put a product, not in front of many people- but the right people, was seen as a huge campaign win.

Initial Wins:

  • More than 2,300 total tweets using #nominate #adizero16

  • 822 completed nominations

  • 435 different high schools nominated

Although the campaign was timely around the NCAA Tournament, adidas was able to create their own reason to be in the space and engage the direct consumers they want to be informed about their newest product. They were able to create brand advocates of students who told their school to vote while also capturing the social and location data for each participant.

Read more in press coverage here.

Chirpify In The News: Actiontags for TV

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Today we announced Actiontags for TV and wanted to share some great metrics we’ve seen from the last 90 days!

You can find all of  the information & metrics in our full product press release. Some highlights include:

5,000 Tweets Per Hour

A recent brand campaign featured #actiontags in a prime-time TV commercial, offering customers first access to a new product. That campaign drove up to 5,000 tweets per hour — catapulting the campaign to become a nationally-trending Twitter topic.

300,000 Consumers in 90 days

More than 300,000 consumers used the #actiontag service to buy or sample a product, enter a promotion, or buy premium content in the last 90 days.

Huge Conversion

65% of #actiontag users followed through to either buy a product or enter a promotion.

Increasing Followers

During one Chirpify campaign, a brand added 20,000 Twitter followers (a 10% increase) in under a week.

Earned Media

#actiontags drove 50 million earned media impressions, and reached more than 25 million social accounts. 

Never before has TV been activated as a two-way form of communication where consumers can respond immediately and get something in return, based on a hashtag they saw on TV.

“Chirpify enables adidas to engage our customers in fundamentally new ways, leveraging social media as the point of conversion. They’ve allowed us to drive more value – and revenue – from our brand marketing efforts.”
– Jeremy Darlow, senior brand and digital marketing manager at adidas

It’s been great to see the coverage from our local PDX outlets like KGW News (watch the video clip!) Portland Biz Journal and Silicon Florist. You can also find more details via GeekWire, Marketing LandThe DrumMy Social Agency, The Realtime Report & Digital Transactions.

We can’t wait for what is to come. Stay tuned!

Chirpify & Lenovo Run Activated Sweepstakes

Tampa Bay Bolts Run Social Playoff Giveaway

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Tampa Bay Lightning faced the Montreal Canadiens in the 2014 NHL playoffs. The organization turned to their Twitter following to create buzz around the games & events while also engaging and learning about their fans.

The Promotion

The campaign consisted of two posts over a 2 day period. The brand instructed followers to RT for a chance to win either tickets to a game or a signed jersey.

The Results

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@TBLightning post engagement during Chirpify campaign (via Keyhole)

  • 1,133,727 impressions created
  • 785,119 Twitter accounts reached
  • 83% engaged via mobile devices

Chirpify turned the campaign engagement into into valuable data acquisition. Over 3,500 emails and social handles were collected with only two posts that Tampa Bay can use to target consumers in future promoted Tweet campaigns or in social CRM. The posts that included #actiontags exceeded engagement rates by 5X normal post rates. 

We are also sad to report Tampa Bay did not go on to win the series…until next year!

Sprint Runs Smartphone Giveaway with Chirpify

Chirpify has teamed up with Sprint to amplify the awareness around their new smartphones for the holidays.

It all started with a simple strategy —use an #ActionTag on social to ask fans to #Enter to win 1 of 5 new devices over 5 days. By simply RTing a Sprint post or by clicking on the branded campaign page through Facebook, users could participate easily with just a few clicks.

A strong offer and simplified user experience lead to quick and measurable results for the brand:

There was no need for a large Twitter media buy or banner ads— this campaign took off overnight because Sprint capitalized on social media user behavior, allowing people to participate in-steam and on the go, turning that participation into conversion. Of the thousands of people participating in this giveaway, over 70% were doing so via mobile.

Because of Chirpify’s message automation technology and mobile landing page, Sprint was able to:

1. Follow up with every user who engaged (retweeted, clicked) on the campaign post with the link to enter the giveaway

2. Convert those actions into completed entries using a mobile-optimized landing page for easy conversion

Making the process even more seamless, Chirpify created a new feature for this campaign— allowing people to checkout the contest entry form as a guest while still capturing the social IDs tied to email address for future Sprint outreach.

While the single campaign messaging point on social is generating over 1MM impressions, thousands of engagement points and major fan growth for Sprint’s social channels— the major win is within the number of completed entries and data captured in a very short period of time.

This is just the beginning. This contest Launched on Monday Dec 9th and ends 11:59pm CTS on Friday Dec 13th. See it in action or join in the fun, here. Stay tuned for final campaign results!

 

E-Publications and Chirpify – A Perfect Match

Today we had author and contributing editor at Wired Magazine David Wolman list an ePub version of his book,The End of Money, for sale on Chirpify. David Wolman is an ideal partnership for Chirpify for numerous reasons.

The End of Money delves into the rapid disappearance of physical money and how technology and other means are shifting age-old currencies. Since we’re working to build a product that makes payments frictionless, social, and simple, this is easily one of our favorite books of 2012.

Check out David’s book below!

So are you an author/writer yourself? Chirpify is a great, simple, and social way to sell your e-publication in-stream on Twitter. To list a publication for sale, sign up with Chirpify first. Once you’re in your dashboard, select “New Listing” on the left column and follow the steps of creating the listing.

Select “Digital” on the item type and upload the file for your ePUB file.

Once you’ve finished filling out the price information on the listing and adding a photo for your publication you can publish the Tweet. And that’s all there is to it!

Have questions about listing your e-publication on Chirpify? Contact us, we’re happy to help!